THE EFFECT OF SALES PROMOTION, PRODUCT DISPLAY, BRAND IMAGE AND HEDONISTIC SHOPPING MOTIVATION ON UNPLANNED PURCHASES IN BANJARAN DEPARTMENT STORE BASE

Abstract

Research objectives include: 1). To determine the effect of sales promotions on unplanned purchases at Banjaran department store base, 2). To determine the effect of product displays on unplanned purchases at Banjaran Department Store Basa, 3). To determine the effect of brand image on unplanned purchases at Banjaran department store base, 4). To determine the effect of hedonic shopping motivation on unplanned purchases at Banjaran Department Store Basa. 5). To determine theeffect of sales promotion, product display, brand image and hedonic shopping motivation together on unplanned purchases at Banjaran Department Store Basa. The method used in this research is a quantitative research method. While the analytical tools used are descriptive statistics, successive interval method, classical assumption test, multiple regression analysis, partial hypothesis testing, simultaneous hypothesis testing, and analysis of the coefficient of determination. The conclusions of this study are: 1). There is an influence of sales promotion on unplanned purchases., 2). There is an influence of product displays on unplanned purchases, 3). There is an influence of brand image on unplanned purchases. 4). There is an influence of hedonic shopping motivation on unplanned purchases. 5). There is influence of sales promotion, product display, brand image and hedonic shopping motivation together on unplanned purchases.